TR EN

CONSUMER BEHAVIOR PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
MIY431 CONSUMER BEHAVIOR 5 3 3 5

GENERAL INFORMATION

Language of Instruction : Turkish
Level of the Course Unit : BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course : Elective
Mode of Delivery of the Course Unit -
Coordinator of the Course Unit Prof. SEZER CİHAN KESKEN
Instructor(s) of the Course Unit
Course Prerequisite No

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: This course aims to explain according to what terms and conditions consumer behaviour varies, and the components of this process, to evaluate and analyse in order to develop marketing practices in organizations which are profit-oriented and non-profit organizations. it is aimed to provide the students with the competence to understand and analyze consumer behaviours by organizing this process.
Contents of the Course Unit: The contents of the course include the subjects such as definition of consumer behaviour and general structure, infrastructure of consumer behaviour, formation of marketing activities in terms of consumer behaviour, market segmentation, consumer buying behaviour, increasing the efficiency of intermediary institutions, consumer perspective and point of view, consumer concept in economic approach, consumption psychology, socio-economic reasons affecting consumer behaviour, the necessity of consumption, the duties of the consumer in consumer protection, and the modern approaches.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

Explain definition and concepts on consumer behaviour.
Interpret the relationships between consumer behaviour processes.
Explain the principles of the process of consumer behaviour.
Apply consumer behaviours to profit-oriented organizations.
Evaluate the concepts of consumer behaviour with the understanding of continuous improvement and development of profit-oriented enterprises.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 - Definition of consumer behaviour and general structure Lecture & Question-Answer & Discussion
2 Presentation Infrastructure of consumer behaviour Lecture & Question-Answer & Discussion
3 Reading Formation of marketing activities in terms of consumer behaviour Lecture & Question-Answer & Discussion
4 Assignment Preparation Market segmentation, Consumer buying behaviour Lecture & Question-Answer & Discussion
5 Presentation Increasing the efficiency of intermediary institutions Lecture & Question-Answer & Discussion
6 Assignment Preparation Consumer perspective and point of view, Socio-economic reasons affecting consumer behaviour Lecture & Question-Answer & Discussion
7 Assignment Preparation Consumer concept in economic approach Lecture & Question-Answer & Discussion
8 - MID-TERM EXAM -
9 Reading Consumption psychology Lecture & Question-Answer & Discussion
10 Presentation Socio-economic reasons affecting consumer behaviour Lecture & Question-Answer & Discussion
11 Reading The necessity of consumption Lecture & Question-Answer & Discussion
12 Assignment Preparation The duties of the consumer in consumer protection Lecture & Question-Answer & Discussion
13 Assignment Preparation, Analysis on Consumer Behaviour over an institution Projects Presentation Lecture & Question-Answer & Discussion
14 - General Revision Lecture & Question-Answer & Discussion
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Solomon, M. R. (2014).Consumer Behavior: Buying, Having, and Being. 11th Edition. (Pearson). (USA).
Koc, E. (2012). Tuketici Davranisi ve Pazarlama Stratejisi. Seckin Publications.
Odabasi, Y. (2009). Tuketici Davranisi. Media Cat Publications.

ASSESSMENT

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the historical development process of Aviation Management.
1
2
Use computer programs related to Aviation Transportation.
0
3
Define basic concepts related with aviation management.
1

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
0
2
Classify the relationship between the basic functions of the business and the interactions between these functions.
2
3
Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.
1
4
Explain the concepts of entrepreneurship and innovation with the field.
1

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Manage operational activities related to the airline.
1
2
Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.
2

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Prepare written agreements with relevant institutions in accordance with the legislation.
1
2
Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.
2
3
Manage all phases from planning to implementation of aviation operations as a member of a team.
1
4
Cooperate with stakeholders related to air transport.
1
5
Develop the modern techniques and tools necessary for applications related to the field.
1

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Execute a study in his/her field independently.
2
2
Decide as an individual or a team member to solve the problems encountered in applications related to the field.
1

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate advanced knowledge and skills in his/her field with a critical approach.
3
2
Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.
4

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Communicate with people and institutions related to the field in writing and verbally.
3
2
Explain his/her thoughts on the issues related to the field and suggestions for solutions to the problems by the related departments by using supporting quantitative and qualitative data.
3
3
Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.
3

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Manage airports and terminal operations efficiently using aviation and business information.
1

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT

Workload for Learning & Teaching Activities

Type of the Learning Activites Learning Activities (# of week) Duration (hours, h) Workload (h)
Lecture & In-Class Activities 14 3 42
Preliminary & Further Study 13 2 26
Land Surveying 0 0 0
Group Work 0 0 0
Laboratory 0 0 0
Reading 0 0 0
Assignment (Homework) 0 0 0
Project Work 0 0 0
Seminar 0 0 0
Internship 0 0 0
Technical Visit 0 0 0
Web Based Learning 0 0 0
Implementation/Application/Practice 0 0 0
Practice at a workplace 0 0 0
Occupational Activity 0 0 0
Social Activity 0 0 0
Thesis Work 0 0 0
Field Study 0 0 0
Report Writing 0 0 0
Final Exam 1 1 1
Preparation for the Final Exam 7 4 28
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 5 6 30
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 41 0 128
Total Workload of the Course Unit 128
Workload (h) / 25.5 5
ECTS Credits allocated for the Course Unit 5,0